Dark martech: the great mass of homegrown marketing technology

by Scott Brinker

The following is a guest post by Seth Ulinski, senior analyst at TBR, talking about the phenomenon of “dark martech” — all the marketing technology that companies build themselves internally. This is one of the first studies I’ve seen that has attempted to quantify it. There is no shortage of marketing technology (martech) solutions available to CMOs and their staff today.Read the full article